Anyi Lu: Reinvigorating and differentiating a brand

In the fall of 2006, Anyi Lu Footwear enlisted Big Picture PR to create a brand image that communicated the chic, feminine feel of its highly stylized shoe line.  To date, Anyi Lu had not been known for its fashionable offerings, but rather as strictly a comfort shoe option.  Big Picture PR recommended a shift in perception with a new photo shoot and editorial campaign that captured the true beauty and romanticism of the Anyi Lu line.  

Big Picture PR pulled together a talented team to create a high-end look book that would elevate the Anyi Lu brand and properly communicate its distinctive place in the footwear market.  With these materials now in place, Big Picture introduced the brand to all top-tier fashion and accessories editors by setting up a selective media tour and hosting Anyi Lu at its prestigious editorial preview in NYC. Thanks to a branding campaign that redefined Anyi Lu’s image, and a media relations campaign that solidified that image with influential editors and producers across the board, Anyi Lu emerged on the footwear scene as a truly fashionable contender. The Anyi Lu brand continues to benefit from the relationships established by Big Picture PR to this day.

GQ Magazine + Guess: Planning a purposeful event

In the fall of 2009, GQ Magazine and Guess teamed up to promote community and giving at the Guess San Francisco retail store. They hired Big Picture PR to bring the event to life with relevant and buzz-worthy hosts, a fashionable guest list, the perfect charitable tie-in, and meaningful local media coverage.

Big Picture PR identified a luminary on the local fashion circuit and a renowned chef with the Michael Mina Group as ideal tastemakers to spearhead the event. Harnessing the elite of the culinary culture with the high-energy style scene in San Francisco, Big Picture PR packed the store with handpicked consumers and trendsetters who tasted divine bites from Living Room Events and wine provided by Verge and Courier while DJ Solomon set the mood with his eclectic sound. Based on publicity garnered through publications such as 7x7 Magazine, 944 Magazine and the San Francisco Chronicle, as well as the money raised for Alameda County’s local branch of Kids on the Move -- a nonprofit group that encourages the social, intellectual and health development of low-income children -- both GQ and Guess scored a rousing success.

 

Brilliant Earth: Positioning a pioneer

In the aftermath associated with the movie Blood Diamond, many consumers felt conflicted about purchasing these controversial stones.  Brilliant Earth, an eco-friendly diamond company who sourced only conflict-free gemstones, looked to Big Picture PR to generate national awareness about the brand’s philosophy. 

Big Picture PR took a boutique approach when introducing the brand to key lifestyle, fashion and wedding media, beginning with the careful development of press materials that clearly conveyed both the authentic beauty of the designs and the brand’s commitment to its core values.  Next, Big Picture PR set up a media tour in order to introduce the co-founders and collection personally to top-tier media.  An impressive slew of news, fashion and bridal stories were secured as a result of the meetings, and Brilliant Earth began to emerge as a pioneer in the jewelry industry.  In order to keep the buzz going, Big Picture PR established an ongoing media relations campaign, which kept Brilliant Earth top of mind for all relevant media.  Big Picture PR’s work for Brilliant Earth has generated tremendous awareness for the brand, as the company has become the leading online destination for conflict-free, luxury diamonds and gems.

 

Baggu Bags: Creating a household name

Hoping to capitalize on their chic, eco-friendly alternative to the plastic shopping bag, Baggu Bags sought out Big Picture PR to help them stay ahead of the curve and establish a presence among young, hip consumers.  Big Picture PR developed a multi-layered media campaign combined with a special celebrity program in order to secure Baggu’s place as the darling of the eco-shopping bag arena.

Big Picture PR began by introducing Baggu to the media through its editorial previews.  Editors got a first-hand look at the product, and had the opporutnity to use the bags throughout the event to carry lookbooks and other giveaways.  These editorial previews combined with continued media outreach brought Baggu coverage on The Today Show, Real Simple, People StyleWatch, and many other top tier outlets.  Big Picture PR also leveraged holiday gift guide opportunities by creating a campaign around Baggu’s double-duty function as a creative way to gift-wrap presents.  In addition, Big Picture PR secured an exclusive partnership with a celebrity gifting suite at the Sundance Film Festival that exposed the brand to A-list celebrities.   Baggu was the official swag bag for all stars attending the event – signaling the product’s arrival on both the media and celebrity circuits.